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Title: Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management
Authors: Kang, Hyunjin
Shin, Wonsun
Tam, Leona
Keywords: DRNTU::Social sciences::Communication::Audience research
Privacy concern and protection
Mobile privacy
Loyalty and habit
Issue Date: 2016
Source: Kang, H., Shin, W., & Tam, L. (2016). Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management. Computers in Human Behavior, 56, 281-288.
Series/Report no.: Computers in Human Behavior
Abstract: We examine how two different underlying mechanisms of behavioral loyalty to a brand—attitudinal loyalty and habit—impact smartphone users’ privacy management when they browse personalized vs. non-personalized mobile websites. The online experimental study conducted with Amazon Mechanical Turk workers (N= 73) finds different responses of attitudinal loyalty and habit towards personalization in significant three-way interactions between personalization, attitudinal loyalty, and habit on privacy disclosure and protection behaviors. When interacting with a personalized website, highly habitual consumers without high level of attitudinal loyalty disclosed the most personal information on a personalized mobile site, and displayed the least intention of protecting their privacy on their smartphones, whereas consumers with high levels of both habit and attitudinal loyalty reported the highest tendency of privacy protection behavior. However, habit and personalization do not have a significant effect on disclosure behaviors when users have high attitudinal loyalty to a brand. Theoretical and practical implications are discussed.
ISSN: 0747-5632
DOI: 10.1016/j.chb.2015.11.013
Schools: Wee Kim Wee School of Communication and Information 
Rights: © 2015 Elsevier. This is the author created version of a work that has been peer reviewed and accepted for publication by Computers in Human Behavior, Elsevier. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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